The Impact of AR Feature in Single versus Multi-Product Mode on Customer’s Choice Confidence

초록

Purpose: This study compared the effects of the AR feature in the single product mode and the multi-product mode on the consumer’s choice confidence. The model considered consumer confusion due to the similarity of product choices, and confusion due to over-choice as mediators between the relationships. In addition, the ideal self-congruence is considered as a moderator between consumer confusion and choice confidence. Composition/Logic: This research consists of five parts. The introduction discusses the research background and research purpose. The second presents the theoretical backgrounds of AR technology and the hypotheses. The third explains the research model and method, and the fourth provides the results of the empirical analysis. The last part is devoted the findings, implications, research limitations and future research directions. Findings: The results indicate that both the AR modes had little significant effect on consumer confusion due to similarity but had a significant effect on consumer confusion due to over-choice, where the AR feature in multi-product mode had a greater effect on consumer confusion compared to the single. Additionally, consumer confusion due to over-choice played a mediating role in the relationship between the AR modes and choice confidence. Furthermore, ideal self-congruence played a moderating role in the relationships, showing that when ideal self-congruence is at a high level, consumer confusion has a greater effect on choice confidence. Originality/Value: This study provides academic support for the impact of different AR feature modes on choice confidence in an online shopping environment. Additionally, it offers practical contributions to brands that intent to make investment in the AR technology to gain a better understanding of consumer preferences and improve consumer attitude towards their brand while maximizing the benefits of investing costs.

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